My pillow came out of the box and took only 5 minutes to get to it's full, plush size. Even though I knew it was a standard pillow when I purchased, I'm pleasantly surprised with the size. I am a thin, woman with a medium firm mattress so I needed a medium firm pillow to better support my neck because I have neck problems. It isnt the miracle cure I was looking for, as my neck is still somewhat sore, but at least I can say now it is not a pillow that is the issue. It is more likely just stressed out muscles. I sleep very nicely and I notice there Is a lot less head/pillow adjustments before I fall asleep. It's a comfortable pillow, and seems high quality and thoughtfully designed.